The Aboriginal Tourism Action Plan is designed to provide New South Wales (NSW) Aboriginal tourism
operators and the wider tourism industry with a succinct snapshot of Destination NSW’s vision to
support the development of Aboriginal tourism experiences and businesses in NSW.
Australia’s Aboriginal people are custodians of the world’s oldest living culture. NSW has the
largest Aboriginal population in Australia, and the longest continuous contact between Europeans
and Aboriginal people.
NSW has many opportunities for visitors to engage with Aboriginal people and experience their
culture. It is the aim of Destination NSW to facilitate the development of Aboriginal experiences
and support growth in the State’s Aboriginal tourism industry.
Through consultation with Aboriginal tourism stakeholders, the Aboriginal Tourism Action Plan will
deliver on the recommendations contained in the Final Report of the Visitor Economy Taskforce and
the NSW Government’s Visitor Economy Industry Action Plan.
Destination NSW intends to work with industry to increase awareness of NSW as a destination where
Aboriginal culture is strong, vibrant and diverse and to develop, in consultation with Aboriginal
communities, sustainable Aboriginal tourism products and experiences.
Destination NSW is committed to creating a greater understanding and appreciation of Aboriginal
culture in NSW by residents, the tourism industry and visitors.
Chief Executive Officer
In many areas of Australia it is considered culturally inappropriate and offensive to Indigenous
Australians to publish images of people who have passed away. We respectfully advise audiences
that this publication may inadvertently contain such images.
The contents of this publication have been prepared by Destination NSW in good faith and should
not be considered as professional advice. Destination NSW advises the details contained in this
publication are based on the best available information at time of printing. This work is copyright.
Apart from any use as permitted under the Copyright Act, 1968, no part may be reproduced without
the prior written permission of Destination NSW.
Destination NSW acknowledges and appreciates all photographs and images supplied by
photographers and event owners for use in this publication.
3. Aboriginal Tourism Action Plan 2013 - 2016
NSW GOVERNMENT MESSAGE
Australia’s Aboriginal history and culture sets it apart from countries around the world. Aboriginal
tour operators in NSW have been providing both local and international visitors with truly memorable
experiences, which celebrate and share this unique and dynamic culture. However, more can be done
to expand on NSW Aboriginal tourism experiences.
The vision of the Aboriginal Tourism Action Plan is to support the existing and emerging NSW Aboriginal
tourism experiences, products and businesses that will lead to economic and social benefits for
Aboriginal people, both as operators and employees. The implementation of the Plan will also foster
greater understanding and appreciation among non-Aboriginal people of the diversity and richness
of Aboriginal culture.
The Aboriginal Tourism Action Plan is a key deliverable identified in the Visitor Economy Industry Action
Plan, which is the NSW Government’s response to the Final Report of the Visitor Economy Taskforce.
Along with the release of the Aboriginal Tourism Action Plan, another key recommendation from the
Visitor Economy Industry Action Plan is to establish a major Indigenous cultural festival in Sydney, to
raise the profile of NSW’s Aboriginal heritage and contemporary culture.
In 2013, the NSW Government was pleased to announce the inaugural Corroboree, the largest, annual,
national Indigenous arts and cultural festival in Australia, which will be held in Sydney from 2013 to 2015.
The Aboriginal Tourism Action Plan also aligns with the NSW Government Plan for Aboriginal Affairs,
OCHRE (Opportunity, Choice, Healing, Responsibility, Empowerment), which was launched in 2013 in
Both OCHRE and the Aboriginal Tourism Action Plan have goals to support more Aboriginal people
in gaining fulfilling and sustainable jobs and focus on opportunities for economic empowerment.
The NSW Government is committed to the principle that the development of Aboriginal tourism occurs
in a manner which is endorsed by Aboriginal people and respects their cultural identity.
The goals outlined in the Aboriginal Tourism Action Plan are to be implemented by Destination NSW
through a partnership model with Aboriginal businesses and organisations over a three-year timeframe.
Destination NSW will work with Aboriginal stakeholders and industry to drive the implementation of the
Aboriginal Tourism Action Plan and work across Government agencies to co-ordinate their involvement.
We encourage you to take advantage of the many opportunities outlined in this Plan, which will contribute
to the long term sustainability of Aboriginal tourism in NSW.
George Souris MP
Minister for Tourism and Major Events
Minister for the Arts
Victor Dominello MP
Minister for Aboriginal Affairs
Minister for Citizenship and Communities
02 NSW Government Message
04 Background to the Aboriginal Tourism Action Plan
04 Why develop an Aboriginal Tourism Action Plan for NSW?
07 What consultation has been undertaken?
09 What is the current role of Destination NSW in relation
to Aboriginal Tourism?
10 Which visitors to NSW engage in Aboriginal tourism experiences?
13 What type of Aboriginal cultural tourism experience can NSW offer?
14 Goals of the Action Plan
23 Appendix 1: Visitor Economy Taskforce Aboriginal Tourism
Advisory Group participants
24 Appendix 2: Destination NSW Aboriginal Action Plan
4. Aboriginal Tourism Action Plan 2013 - 2016
BACKGROUND TO THE ABORIGINAL
TOURISM ACTION PLAN
Culture is reflected in the way of life of a place,
its people and communities. It gives us a sense
of identity and belonging. As travellers, most of
us seek to experience a sense of the culture of
the place we are visiting.
Aboriginal arts and culture represent a distinctive
and unique component of the Australian identity.
Aboriginal culture is the world’s oldest continuous
culture. Alive and dynamic, it still possesses
continuous links with the past. Through these links,
generations of Aboriginal people have accessed
thousands of years of accumulated knowledge,
wisdom and law.
Aboriginal Australia is not one nation but many
nation states speaking more than 250 languages
and many more dialects. NSW has the highest
population of Aboriginal people in Australia and
offers a diversity in cultural experiences which has
considerable potential to excite visitor interest in
Tourism presents an opportunity for Aboriginal
to promote a wider appreciation of their
rich culture to others and the potential to derive
economic and social benefits.
Pursuing economic gains and employment
opportunities also brings challenges. These include
finding harmony between tourism, culture and the
environment and also achieving the appropriate
balance between cultural integrity and responsiveness
to a variety of market demands and expectations.
A wider appreciation of Aboriginal culture can be
delivered through tourism businesses which are
either wholly Aboriginal-owned and-operated, or
have substantial Aboriginal control and involvement.
In other cases, the product may be drawn from
Aboriginal heritage and culture but operates with
the knowledge, input and ongoing consent of the
appropriate local Aboriginal community. Mainstream
tourism businesses employing Aboriginal people
also expose visitors to Aboriginal culture.
WHY DEVELOP AN ABORIGINAL TOURISM
ACTION PLAN FOR NSW?
Tourism is more than just a business for Aboriginal
communities; it is seen as a vehicle to celebrate
and share their culture with non-Aboriginal people.
Tourism presents the potential to engender a
greater understanding and appreciation of the
diversity and richness of Aboriginal culture
among non-Aboriginal people. It can also create
employment opportunities and contribute to
economic self-sufficiency for Aboriginal people
as well as providing economic and social benefits
for the State.
The NSW Government is committed to the principle
that the development of Aboriginal tourism occurs
in a manner which Aboriginal people endorse and
which respects their cultural identity.
The implementation of the Aboriginal Tourism
Action Plan (Action Plan) is a key deliverable
identified in the Visitor Economy Industry Action
Plan, the NSW Government Response to the Final
Report of the Visitor Economy Taskforce which
was developed in consultation with an Aboriginal
Tourism Advisory Group and industry stakeholders.
See Appendix 1: Visitor Economy Taskforce
Aboriginal Tourism Advisory Group participants.
This Action Plan identifies ways that Destination
NSW, partner agencies and the tourism industry
can help to support the Aboriginal tourism sector
and foster opportunities for Aboriginal people to
successfully operate tourism businesses and gain
employment in the tourism industry.
In referring to Aboriginal and /or Indigenous people, this Action
Plan refers inclusively to all Aboriginal Australians and Torres
Strait Islander people.
5. Aboriginal Tourism Action Plan 2013 - 2016
The Vision: to support the
development of NSW
experiences, products and
businesses leading to:
A greater understanding
of the richness of Aboriginal
Economic and social benefits
for Aboriginal people, both as
operators and employees.
WHAT CONSULTATION HAS
In order to identify new ideas to support Aboriginal
tourism businesses and tourism activities and to
achieve ownership and commitment by stakeholders,
Destination NSW undertook targeted consultation
during the development of the Action Plan.
The culture of Aboriginal
decision-making tends to involve
many people and, therefore,
sufficient time has to be allowed
for consultation. An honest
approach to any consultation is
vital to ensure a high level of trust
develops between all parties.
The Action Plan is the product of a consultation
process undertaken with a wide range of
• Aboriginal tourism businesses and Aboriginal
• the tourism industry; and
• all levels of Government.
Consultation focussed on existing Aboriginal
tourism operators, who are best positioned to
identify the challenges they face and therefore
to inform the Action Plan’s initiatives, particularly
as they relate to building business capacity.
A survey was distributed to more than 40 Aboriginal
businesses, mostly in Regional NSW, with a 40
per cent response rate. In addition, a number of
Aboriginal tourism products were visited. See
Appendix 2: Action Plan Consultation Participants
It is important to note that Aboriginal partners will
be integral to the successful implementation of
the Action Plan. A partnership model is being
adopted in respect of the actions; progress will
be reported annually over the three-year duration
of the Action Plan.
The feedback from Aboriginal tourism operators
was that visitors do not readily associate NSW with
Aboriginal tourism experiences. However, there
was widespread acknowledgement that there is
the potential to develop and support an Aboriginal
tourism product offering and market positioning
based upon contemporary Aboriginal culture.
Aboriginal events and festivals were seen as key
mechanisms to raise awareness of the contemporary
Aboriginal cultures of NSW, particularly among the
domestic market as well as longer term in
The importance of expanding the marketing of
Aboriginal tourism product, through mechanisms
such as government web sites, was a common theme
of the feedback, as was the need for ongoing training
and mentoring support for Aboriginal businesses.
6. Aboriginal Tourism Action Plan 2013 - 2016
KEY THEMES OF THE
Market research: There is a lack of understanding
of the potential market appeal (domestic and
international) of an Aboriginal tourism experience
and the form this might take. Matching products to
market needs is essential to ensure long term
viability. Gaps in research need to be addressed.
Aboriginal participation: Aboriginal culture belongs
to Aboriginal people who are best positioned to
determine the content and interpretation of the
product. A need was identified to encourage and
support wholly Aboriginal-owned and-operated
businesses and/or businesses with substantial
Aboriginal control and operational involvement.
Partnering between Aboriginal and non-Aboriginal
businesses can potentially address business
development challenges, but trust and mutual
understanding need to underpin these relationships.
Participation of Aboriginal people in mainstream
tourism ventures is yet another opportunity area
identified during the consultation process.
Mentoring and training: The provision of mentoring
and training services to Aboriginal businesses is
required on an ongoing rather than a one-off basis.
These services could cover a range of areas including
product development, planning and marketing.
Marketing and awareness: NSW has the largest
number of Aboriginal people in Australia and,
as such, has many stories to tell. Consultation
highlighted that there is a need to make it easier
for people to learn about Aboriginal culture
through the vehicle of Aboriginal tourism.
Cultural Centre: Some stakeholders raised the
issue of an Aboriginal cultural centre in Sydney.
Over a long period of time there has been discussion
about such a facility. Actions 26A/B of The Visitor
Economy Industry Action Plan supports the work
of the Australian Indigenous community and the
Barangaroo Delivery Authority to establish a National
Indigenous Cultural Centre at Barangaroo to act as a
gateway to the Australian Indigenous experience. The
NSW Government, through the Barangaroo Delivery
Authority, may seek to partner with the Commonwealth
Government on funding to establish the centre.
While this is beyond the scope of this Action Plan,
Destination NSW acknowledges both the importance
of, and benefit from, the representation and
showcasing of the diverse Aboriginal cultures in
this State. Destination NSW has a role in continuing
to contribute insights to this ongoing discussion.
CONSULTATION AND IMPLEMENTATION
Aboriginal leadership and ownership is critical to
the implementation of the Action Plan, which was
developed in consultation with peak organisations
and Aboriginal businesses.
The goals outlined in this Action Plan are intended
to be implemented through a partnership model
over a three-year timeframe. Aboriginal businesses
and Aboriginal organisations are key partners in
delivering the goals of the Action Plan. Ongoing
consultation is integral to successful implementation
at a State and local level. Achievements will be
monitored, reviewed and shared with stakeholders
over the course of the Action Plan.
WHAT IS THE CURRENT ROLE OF
DESTINATION NSW IN ABORIGINAL TOURISM?
Destination NSW collaborates
with a portfolio of Aboriginal
tourism clients. It assists in
the development of tourism
businesses from concept to
market-ready, for the international
Destination NSW also works with key agencies to
develop programs to support Aboriginal tourism
• Tourism Australia’s Indigenous Tourism
Champions Program; and
• NSW National Parks and Wildlife Services
(in partnership with TAFE NSW) Aboriginal
Cultural Tourism Training program.
The Indigenous Tourism Champions Program
is a national initiative which provides access to
business development specialists, targeted funding
and international and trade marketing. It aligns
Indigenous Business Australia investment in
business development and mentoring with
Tourism Australia’s tourism marketing initiatives,
for selected quality Indigenous tourism experiences.
The State-wide Aboriginal Cultural Tourism Training
Program, facilitated by NSW National Parks and
Wildlife Service and TAFE NSW, was a highly
successful award-winning training program that
resulted in many Aboriginal people completing
tourism certificate level TAFE courses in NSW.
Destination NSW continues to support the graduates
of the program with a series of professional
development activities to assist in creating tourism
employment opportunities and increased Aboriginal
tourism experiences in NSW.
Destination NSW undertakes marketing and
communication campaigns promoting NSW
destinations and experiences to increase
awareness and motivate consumers to visit NSW.
A key focus is to drive leads to tourism operators
via the consumer websites, visitnsw.com
In addition, Destination NSW provides leadership
and advice to industry, Government agencies and
other stakeholders on tourism and the development
of sustainable destinations.
7. Aboriginal Tourism Action Plan 2013 - 2016
WHICH VISITORS TO NSW ENGAGE
IN ABORIGINAL TOURISM EXPERIENCES?
The international market accounts for the majority
of participants in Aboriginal tourism activities,
Western markets have demonstrated a particularly
strong interest in engaging with Australia’s Aboriginal
culture. This does not mean that the domestic market
is not of importance to Aboriginal tourism operators
as many domestic overnight visitors participate in
an Aboriginal experience in NSW each year.
Each year, more than sixty thousand domestic
overnight visitors to NSW experience ‘Aboriginal
art or craft and cultural displays; and/or visits an
Aboriginal site or community’ while in the State
(National Visitor Survey, four year average, YE Dec
Tourism Australia’s domestic research, Indigenous
Australia Domestic Experiences Framework (November
2009), concluded that while domestic demand is
currently low, demand and appeal could potentially
be generated via exposure to marketing concepts
based on Indigenous experiences. Concepts tested
with focus groups included: staying with an Indigenous
community; luxury accommodation; cultural centres;
see and learn to create arts and crafts; purchase
arts and craft; watch a performance; short urban
tours; adventure tours; remote tours; hot springs
and massages; restaurants and volunteer services.
The 2010 Australia Council for the Arts, More
than bums on seats: Australian Participation in the
Arts Research Report, found that 89 per cent of
Australians surveyed believe that Indigenous arts
are an important part of Australia’s culture and 47
per cent stated that their interest in Indigenous arts
was growing. Visual arts and crafts were the most
popular Indigenous art form, followed by dance, live
music and theatre. These findings indicate there is
a demand among Australians for Indigenous art
experiences and present a tourism opportunity to
In 2012, there were over six hundred thousand
international visitors to NSW who participated in
an Aboriginal experience while in Australia. This
is equal to 21 per cent of the total international
visitors to NSW (International Visitor Survey –
Aboriginal Supplementary, YE Dec 2012).
With the right product offering and marketing, there
is the potential for this to grow. Of those visitors to
NSW who did not participate in Aboriginal activities,
42 per cent (of those who were asked) indicated
that they would have liked the opportunity to have
experienced Aboriginal experiences while they were
in Australia (International Visitor Survey – Aboriginal
Supplementary, YE Dec 2012).
A significant proportion of backpackers (more
than 36 per cent) participate in Aboriginal tourism
experiences in Australia. This market, which
traditionally likes to immerse itself in cultural
experiences, presents an opportunity for growth.
Visitors from Germany, the Netherlands, Italy and
Switzerland are more likely than other international
visitors to engage in Aboriginal experiences while
in Australia. However, overall, due to their size, the
UK and USA markets make up the greatest number
of international visitors who participate in
Aboriginal tourism activities.
8. Aboriginal Tourism Action Plan 2013 - 2016
Based on forecast growth rates from the Tourism
Forecasting Committee (TFC), Issue 1, 2013
(as provided in the following chart), the key
source markets to target over the next 10 years
are USA, China and the UK, assuming that their
propensity to participate in Aboriginal tourism
activities is maintained at the current level.
Forecast: International visitors who participate in Aboriginal activities in Australia
*Based on TFC forecast and % share (YE Dec 2012) remaining constant.
As a guide to Aboriginal tourism product
development, an earlier Indigenous Cultural Tourism
Management Report, prepared for Destination NSW
by Red Earth Research, found international visitors
were interested in:
• Learning and interacting with Aboriginal people
as well as being entertained;
• Authenticity; and
• Contemporary Aboriginal culture, lifestyle and
current issues being faced.
WHAT TYPE OF ABORIGINAL CULTURAL
TOURISM EXPERIENCE CAN NSW OFFER?
NSW has the largest Aboriginal population in
Australia, and the longest continuous contact
between Europeans and Aboriginal people. While
NSW is not strongly associated with Aboriginal
cultural experiences, there is a real opportunity
to showcase the diversity of contemporary
Aboriginal culture across the State.
Sydney, as the international gateway to Australia,
has the opportunity to reflect the diversity of NSW
Aboriginal cultures and also provide a national
perspective on the practices of the oldest living
culture in the world.
A key issue is to raise visitor awareness of
contemporary Aboriginal life, and of the diversity
and sacredness of aspects of Aboriginal culture.
Preconceptions among market segments about
what denotes an “Aboriginal experience” need
to be addressed.
Aboriginal arts and cultural expression are a vital
part of Aboriginal society and important elements
of the social fabric of Aboriginal communities
throughout Australia. There is a growing
appreciation of Aboriginal art and culture in
Australia. This presents an opportunity for
Aboriginal artists and cultural organisations to
highlight the contemporary Aboriginal arts and
cultural sector in NSW.2
The consultation process used in developing this
Action Plan has identified the need to build
recognition of NSW as the premier State to tell the
stories of contemporary Aboriginal arts and culture.
Consultation has also highlighted the need to raise
awareness of the diversity of Aboriginal culture with
its regional identities, communities, languages,
local stories and customs.
During the consultation process on the development
of NSW Aboriginal Arts and Cultural Strategy 2010
by Arts NSW, concern was expressed that often
school children learn only about the traditional and
stereotypical art and culture, such as dot paintings
and Dreamtime stories. In the tourism context,
these insights reinforce the need to ensure
Aboriginal culture is not perceived by visitors as
one homogeneous culture. The importance of
telling the contemporary Aboriginal stories of NSW,
including regional diversity, is critical.
Aboriginal involvement in tourism is holistic and not
limited to cultural heritage. It also encompasses
various aspects of mainstream tourism from coffee
shops to caravan parks, whale watching cruises to
quad biking. When planning for tourism business
success, it is essential to provide experiences that
meet market demand. A different dimension can be
provided to a mainstream activity by including the
The Aboriginal tourism
experience in NSW needs to
reflect a living, dynamic culture
with a diversity of contemporary
artistic expression and culture.
NSW Aboriginal Arts and Cultural Strategy, 2010, Arts NSW,
9. Aboriginal Tourism Action Plan 2013 - 2016
Goals of the Action Plan
The initial consultation process sought to identify new ideas to support
Aboriginal tourism businesses and Aboriginal tourism activities.
The following key goals, informed by stakeholder input, have been identified:
Goal 1: Increased market awareness of NSW as a destination
where Aboriginal culture is strong, vibrant and diverse.
Goal 2: Sustainable market-ready and export-ready Aboriginal
tourism products and experiences.
Goal 3: Increased awareness, understanding and appreciation
of Aboriginal culture in NSW by Government, the tourism
industry and visitors.
GOAL 1: INCREASED MARKET AWARENESS OF NSW
AS A DESTINATION WHERE ABORIGINAL CULTURE
IS STRONG, VIBRANT AND DIVERSE.
Historically, the demand for Aboriginal tourism
experiences has come from the international
market, although not as a primary motivator
Research indicates the domestic demand for
Aboriginal tourism activities is currently low3
but a significant proportion of domestic travellers
are open to participation in an Aboriginal
This Action Plan presents a series of initiatives
which are designed to help change the market
perception that NSW is not currently perceived as
a destination strongly associated with Aboriginal
GOAL 2: SUSTAINABLE MARKET-READY AND
EXPORT-READY ABORIGINAL TOURISM PRODUCTS
Destination NSW is committed to assisting
Aboriginal tourism products to develop and sustain
their business and has employed a full-time Sector
Specialist for Aboriginal tourism.
The Sector Specialist will co-ordinate support in
the following areas;
Provide assistance to new Aboriginal tourism
product and guidance on resources to aid
Attend site inspections and join familiarisations
to assist with product improvement;
Co-ordinate support from key Government
agencies such as Department of Education,
Employment and Workplace Relations,
Indigenous Business Australia, NSW Trade
Investment and NSW National Parks and
Assist mentors and consultants assigned
by Government agencies to develop Aboriginal
Integrate Aboriginal products and experiences
into key Destination NSW development and
Facilitate industry workshops and education
There are a number of mainstream tourism
attractions such as museums and galleries that
offer Aboriginal cultural experiences. Links to the
tourism sector through “value-add” Aboriginal
cultural interpretation can be a means of enhancing
the visitor experience and providing job opportunities
for Aboriginal people. Aboriginal employment in the
wider tourism and hospitality sectors is a potential
outcome of the implementation of this Action Plan,
if Aboriginal people choose this path to work in
Indigenous Australia Domestic Experiences Framework, November
2009, Tourism Australia.
10. Aboriginal Tourism Action Plan 2013 - 2016
GOAL3:INCREASED AWARENESS, UNDERSTANDING AND
APPRECIATION OF ABORIGINAL CULTURE IN NSW BY
GOVERNMENT, THE TOURISM INDUSTRY AND VISITORS.
Cultural awareness training is a significant foundation
on which to develop understanding and respect,
leading to the development of trust, without which
successful relationships will not flourish.
The principle of mutual understanding and respect
between Aboriginal and non-Aboriginal people
underpins this Action Plan.
Government and industry operators need to
consider the following cultural awareness and
to guide the development
of Aboriginal tourism experiences:
Aboriginal culture is not homogeneous and is
constantly evolving. Contemporary as well as
traditional values need to be acknowledged;
Aboriginal people value their culture and great
harm can be caused by misrepresentation.
The development of Aboriginal tourism needs
to occur in a manner which is acceptable to
Meaningful consultation and partnership
with relevant Aboriginal communities and
organisations is essential. Where Aboriginal
heritage sites are involved, permission for
operators and visitors to view the sites must
always be obtained from those who have
cultural authority for the area;
Non-Aboriginal partners need to be sensitive
to the fundamental differences between the
Aboriginal and non-Aboriginal timeframes may
not be the same and sufficient time needs to
be allowed for consultation. Trust and honesty
Tourism operators should employ local
Aboriginal people to act as guides to Aboriginal
cultural experiences; and
Where Aboriginal culture is the product,
Aboriginal people must determine its content
and interpretation. As owners of their culture,
and through their participation, the integrity
and authenticity of the product and its regional
context can be maintained.
The announcement by the NSW Government in
April 2013 that it would provide funding for three
years for an annual National Indigenous Festival,
Corroboree, is a productive, practical step to raise
awareness and educate locals and visitors alike
about the diversity of Australia’s Indigenous Cultures.
GOAL1: INCREASED MARKET AWARENESS OF NSW
AS A DESTINATION WHERE ABORIGINAL CULTURE IS
STRONG, VIBRANT AND DIVERSE.
2013 2014 2015-16
1.1 Celebrate the Aboriginal stories of Sydney and
Regional NSW by:
Including the Aboriginal tourism experiences in
Destination NSW (DNSW) brand and marketing
Ensuring Aboriginal tourism experiences are well
represented on visitnsw.com and sydney.com;
Integrating NSW Aboriginal stories and tourism
experiences across Destination NSW digital
channels including social media, smart phone
applications etc.; and
Including imagery which represents the diversity
of the culture of the NSW Aboriginal people.
1.2 Develop and promote key Aboriginal events
which align with the NSW Visitor Economy
Industry Action Plan and positions NSW as a
place to experience Aboriginal culture, in
conjunction with Aboriginal partners and
and other industry
1.3 Develop visual material in partnership with
Aboriginal tourism partners to assist in telling the
Aboriginal stories of Sydney and Regional NSW.
partners and Screen
1.4 Raise consumer awareness of the Aboriginal
stories of NSW by:
Encouraging promotion by other tourism
partners such as Regional Tourism
Organisations (RTOs), and Visitor Information
Developing editorial pages on visitnsw.com and
sydney.com featuring NSW Aboriginal
Including Aboriginal tourism experiences in
Destination NSW PR and media activities.
partners, VICs, RTOs and
Principles for Developing Aboriginal Tourism, Tourism NSW, 2006
11. Aboriginal Tourism Action Plan 2013 - 2016
GOAL 2: SUSTAINABLE MARKET-READY AND
EXPORT-READY ABORIGINAL TOURISM PRODUCTS
ACTION: IDENTIFY EXPERIENCES PARTNERS
2013 2014 2015-16
2.1 Undertake a regular audit and appraisal of
Aboriginal tourism experiences to identify
market-ready and export-ready products.
Agencies and other
2.2 Develop the criteria and means to ensure
integrity and authenticity of Aboriginal tourism
product on the NSW State Tourism Data
Warehouse, by working with stakeholders to
Indigenous Tourism Champion Program
Aboriginal-owned and –delivered
Authentic Aboriginal retail art and
Aboriginal culture showcased and
* A criteria will be created in consultation with Aboriginal
art networks to ensure that retailers/galleries promoted
sell authentic and original Aboriginal products.
Australia, Aboriginal and
other industry partners
2.3 Identify Aboriginal tourism experiences which
can be “bundled” or linked with mainstream
tourism products in Regional NSW.
RTOs and other industry
2.4 Collaborate with the Metropolitan Local
Aboriginal Land Council and the City of Sydney
on Aboriginal tourism projects such as the
Aboriginal Land Council
and City of Sydney
partners and DNSW
2.5 Develop a strategic research agenda to inform
the development of Aboriginal tourism. In
particular, identify domestic and international
visitor perceptions and demand for Aboriginal
partners such as Tourism
ACTION: BUILD BUSINESS CAPACITY PARTNERS
2013 2014 2015-16
2.6 Develop protocols for the proactive
identification and referral of Aboriginal tourism
clients between Destination NSW (DNSW),
Tourism Australia (TA), Indigenous Business
Australia (IBA), Department of Education
Employment and Workplace Relations (DEEWR)
and NSW National Parks and Wildlife Service
(NPWS) for one-on-one support to ensure:
All Aboriginal tourism clients receive
Where appropriate, business development
clients are also referred for tourism advice;
Business development programs are
actively promoted to Aboriginal clients; and
Ongoing support for familiarisations and
attendance of Aboriginal products at trade
events such as ATE.
TA, IBA, DEEWR and
2.7 Establish a Sydney Aboriginal Tourism Cluster
incorporating Aboriginal businesses, NPWS,
TAFE NSW, key land management agencies,
cultural institutions in the Sydney Harbour
basin, to pilot collaboration opportunities, in
Train Aboriginal guides and share guiding
resources amongst the government and
Develop partnerships with complementary
Sydney-based Aboriginal products to ensure
a consistent visitor experience;
Engage with the Indigenous Tourism
Business Leader, recently appointed by the
Federal Government, to facilitate employment
of Indigenous people in tourism;
Jointly market Aboriginal-guided experiences
in and around Sydney Harbour; and
Support tourism employment opportunities
for Aboriginal people.
NPWS and TAFE NSW
Botanic Gardens Trust,
Sydney Opera House,
Taronga Zoo and other
12. Aboriginal Tourism Action Plan 2013 - 2016
ACTION: BUILD BUSINESS CAPACITY PARTNERS
2013 2014 2015-16
2.8 Support Aboriginal tourism businesses through
the provision of specialised workshops and
training courses on an identified needs basis,
for example, export-ready workshops.
Partner with TAFE NSW, NSW National Parks
Wildlife Services (NPWS) and tourism industry
bodies such as Australian Tourism Export Council
(ATEC) and Tourism Industry Council (TIC-NSW).
Partners: TAFE NSW,
2.9 Assist Aboriginal tourism operators, in
partnership with the ATEC Indigenous Tourism
Become export ready;
Link to mainstream distribution
Identify opportunities to partner with
mainstream tourism businesses.
Partners: DNSW and
2.10 Identify Aboriginal tourism businesses to facilitate
their business development needs through
capacity-building tools and mechanisms
The Tourism Business Tool Kit;
The Indigenous Tourism Champions
Programs available through Commonwealth
agencies such as Indigenous Business
Australia (IBA) and the Department
of Education, Employment and Workplace
Australia, IBA, DEEWR,
2.11 Identify appropriate business and conference
Refer to Aboriginal tourism business
operators for their participation; and
Incorporate Aboriginal cultural and product
components into the program and include in
and other industry
2.12 Maintain a full-time position within Destination
NSW as a resource dedicated to support
Aboriginal tourism businesses.
ACTION: IDENTIFY MAINSTREAM TOURISM
2013 2014 2015-16
2.13 Identify and communicate tourism opportunities
to Aboriginal businesses and Aboriginal people
in order to:
Provide Aboriginal interpretation in tourism
Gain employment in the wider tourism and
and Aboriginal and
2.14 Identify product development opportunities
which utilise the skills of NSW National Parks
and Wildlife Services (NPWS) and/or TAFE
NSW-trained Aboriginal tour guides under
the Cultural Tourism Training Program.
NPWS and TAFE NSW
2.15 Broker opportunities between the Aboriginal
creative industries and tourism.
2.16 Encourage mainstream operators and
conference organisers to incorporate a
“Welcome to and/or Acknowledgement of
Country” into their current product offering.
Councils, RTOs, relevant
and other industry
13. ACTION PARTNERS
2013 2014 2015-16
3.1 Work with Aboriginal organisations, government
and the tourism industry to develop product and
marketing content aimed at mainstream tourism
operators and consumers that will:
Tell the Aboriginal stories of Sydney and
Raise awareness and promote the appreciation
of NSW Aboriginal culture and its diversity;
Enhance visitor information relating to NSW
Aboriginal culture in Government-produced
Help convert consumer awareness to booking
an Aboriginal experience.
Partners: RTOs, Local
3.2 Ensure that Destination NSW staff are provided
with a diverse program of Aboriginal cultural
3.3 Facilitate Aboriginal cultural awareness
training among mainstream tourism operators,
in partnership with industry associations,
beginning with the identification of industry
participants via a pilot program, such as NSW
National Parks and Wildlife Service licensed
commercial tour operators.
Partners: NPWS, Local
Aboriginal Land Councils,
awareness trainers, RTOs
and industry associations
3.4 Update and distribute the Destination NSW
Principles for Developing Aboriginal Tourism, a
guide to working with Aboriginal businesses, to
Government and industry partners in order to
support the development of Aboriginal tourism
within the State.
3.5 Through the Indigenous Tourism Group (ITG)
support the national approach to best practice
signage, to celebrate and acknowledge
Indigenous Australian culture at major inbound
visitor arrival points such as international
airports. Also encourage signage at NSW
regional airports and major transport hubs.
Coordinator: ITG and
industry and Aboriginal
3.6 Work with the Tourism Attractions Signposting
Assessment Committee (TASAC) to incorporate
local Aboriginal culture and heritage as an
integral part of roadside interpretive signage,
for example, along the Legendary Pacific Coast
and other touring routes.
people and Aboriginal
GOAL 3:INCREASED AWARENESS, UNDERSTANDING AND
APPRECIATION OF ABORIGINAL CULTURE IN NSW BY
GOVERNMENT, THE TOURISM INDUSTRY AND VISITORS.
Chair: John Morse AM
Margret Campbell, The Rocks Dreaming
Pam Touma, TAFE NSW (Northern Sydney Institute)
Christine Callen, Australian Museum
Gary O’Riordan, Australian Tourism Export Council (ATEC)
Krystal Perkins, All The Perks
Ann Hoban, City of Sydney
Josephine Ridge, Sydney Festival
Hetti Perkins, Bangarra Dance Theatre
Catherine Baldwin, Bangarra Dance Theatre
Lynn Vanderwagen, TAFE NSW (Northern Sydney Institute)
John Key, Muru Mittigar
Carl Solomon, National Parks and Wildlife Service
Martin Darcy, Parks Australia
Tony Ryan, Ryan Lawyers
David Brudenall, Indigenous Business Australia
Steven Satour, All The Perks
Rob Roberts, Tribal Warrior
Shane Dredge, Destination NSW
John Bates, NSW Trade Investment (Tourism Strategy)
Jacques Dulaurent, NSW Trade Investment (Industry Policy Stakeholder Engagement)
VISITOR ECONOMY TASKFORCE
ABORIGINAL TOURISM ADVISORY
The proposed actions and timeframes will be developed in on-going partnership with NSW Aboriginal tour operators to ensure actions are delivered in
a culturally acceptable manner.
*The Aboriginal Tourism Advisory Group was established to inform the Visitor Economy Taskforce approach in
this important area of the visitor economy. The industry-led Visitor Economy Taskforce was established by the
NSW Government in September 2011 to develop a tourism and events strategy to double tourism expenditure
in NSW by 2020. The Visitor Economy Industry Action Plan, the NSW Government response to the Final Report
of the Visitor Economy Taskforce, was released on 20 December 2012.
To download a copy of the Visitor Economy Industry Action Plan go to:
15. 4 | 5
Contact: Destination NSW
GPO Box 7050, Sydney NSW 2001
Tel: (02) 9931 1111
or (02) 8214 2400
Note: Destination NSW will be moving to new premises
at 88 Cumberland Street, The Rocks in September 2013.
Please see our website for new contact details post